Stephen Curry Parts Ways with Under Armor

Stephen Curry and Under Armor have decided to part ways, ending their twelve-year collaboration. The split marks the conclusion of a notable partnership that began back in 2013.

“Under Armor took a chance on me early in my career and allowed me the freedom to create something larger than just shoes. I will always appreciate that,” Curry stated. “Curry Brand was designed to make a positive impact, and in the past five years, we’ve successfully influenced children, communities, and the basketball world.”

“My dedication to what Curry Brand represents—what I stand for—will remain unchanged. It’s about growing stronger. I look forward to what lies ahead and remain committed to supporting the upcoming generation,” he added.

Under the new agreement, Under Armor will release the Curry Brand 13 in February 2026, marking the last shoe of the partnership.

Kevin Plank, CEO of Under Armor, expressed, “Working with Stephen has been an extraordinary privilege. He has gone beyond being just an ambassador; he’s a strategic business leader.” He mentioned that together they built something meaningful: reliability, community engagement, and high-performing products. Plank emphasized that this moment is crucial for Under Armor as it focuses on its core brand during a rebuilding phase, while indicating that it’s the right time for Curry to evolve the brand on his own terms.

Curry initially left Nike for Under Armor in 2013, when the latter was still emerging in the basketball shoe arena. Seven years later, he launched the Curry Brand alongside his long-time retail partner. It’s worth noting that Nike had previously denied him a signature shoe, which is what spurred his move to the smaller but ambitious Under Armor.